Everyday Organic Chocolate

Paper Summary:

The paper discusses Everyday's plan to broaden the market share of organic chocolate candy bars through the introduction of a lower-cost organic product that resembles current mass produced favorites. The paper outlines the relevant history of the product, evaluates the product, discusses the consumer market segmentation and provides a competitive analysis. The paper also examines the marketing goals for the brand and offers recommendations for advertising and sales promotion. Finally, the paper looks at the evaluation of the advertising campaign and concludes that Everyday represents a great market opportunity.

Outline:
Executive Summary
Situation Analysis
Marketing Goals for the Brand
Advertising Recommendations
Media Recommendations
Sales Promotion Recommendations
Evaluation
Conclusions

From the Paper:

"Everyday believes that the current niche status for organic chocolate candy bars can be broadened to a much larger audience through the introduction of a lower-cost organic product that resembles current mass produced favorites. Perhaps fearing cannabilization of existing product lines, current organic chocolate competitors have introduced high-end "designer" type organic products, but have stayed away from introducing organic products that mirror non-organic ones. Everyday will attempt to break out of this mold, by offering organic products similar to Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's at a price point that is lower than organic competitors. Just like in the market for traditional candy bars success hinges on volume sales which will require significant advertising and sales promotions to drive market awareness and consumption."

Sample of Sources Used:

• Beirne, M. (2006, June 5). News analysis: Snickers sales drop may prove tough nut for Mars". Brandweek Retrieved from http://www.allbusiness.com/marketing-advertising/branding-brand-development/4671563-1.html
• Consumers recognize importance of health benefits. Food & Agricultural Products Center FLASH. http://www.fapc.okstate.edu/files/flash/healthylabeling.pdf
• Dark chocolate lowers blood pressure, study says. (2007, July 3). Fox News. http://www.foxnews.com/story/0,2933,287948,00.html
• Dworkin, T. (2007, February 1). The bitter truth about chocolate. Fair Trade News. Retrieved from http://transfairusa.org/content/about/news/n_070201.php
• Knudson, W. A. (2007, April). The organic food market. Retrieved from http://209.85.173.104/search?q=cache:GahEBVSBnWcJ:www.aec.msu.edu/Product/documents/Working/organicfood1.pdf+%22health+food%22+market+growth&hl=en&ct=clnk&cd=7&gl=us

More papers on Everyday Organic Chocolate:

• Marketing Plan # 149227 : "Marketing Organic Chocolate Bars"
• Marketing Plan # 149367 : "Organic Chocolate Candy Bars"
• Term Paper # 129819 : "Healthy Chocolate"

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